PR membership bodies sound warning to journalists switching sectors
As more and more journalists turn to the media communications sector for work with redundancies widespread within the journalism, two leading PR membership bodies have issued warnings that the sector can’t be expected to employ them all.
TIn recent weeks, the closure of the News of the World saw around 200 News International staff face redundancy, while Trinity Mirror’s Scottish division announced last month that 90 editorial staff were to leave – just the latest in a long line of journalist redundancies being made in recent years.
Many have turned to the PR sector, both for internal communications roles and agency roles for a more stable line of work, but this cannot be expected to continue for much longer warns Richard Ellis, PRCA communications director.
“The PR industry has never been so competitive. As cuts bite many public sector communicators are looking to move to agencies and the private sector. At the same hoards of journalists are trying to transfer their skills to PR as publishers slash editorial teams to cope with plummeting revenues. The good news is that, with exception of public and 3rd sector organisations, PR agencies and in-house communications will grow strongly over the next two years,” commented Ellis. “Journalists who can adapt their skills and attitudes to deliver good editorial content on behalf of organisations and those who can demonstrate great contacts across media will find work, but there isn’t room for everyone.”
Meanwhile, Phil Morgan, director of policy and communications at the Chartered Institute of Public Relations (CIPR) said that journalists entering the ‘highly competitive’ world of PR at the moment would need to be aware of that PR is ‘a highly skilled and qualified discipline’ in its own right.
“Media relations obviously forms a crucial component within the mix. But to operate effectively across the PR spectrum, it is far more important to have a strategic overview of reputation as a long-term organisational asset,” continued Morgan.
“Journalism has many transferable skills that will be well employed within PR, but the profession demands a far wider range of communications management skills. In recognition of this, the CIPR offers a conversion course that helps journalists get to grips with the standards required in PR. Research, planning and measurement are critical skills in this respect, as is broad-based management of public relations and the question of ethical practice – all of which are covered within the CIPR’s industry-approved qualifications and code of conduct.”
Journalists at the BBC are currently on strike for 24-hours as a result of impending job cuts being made, with a further 24-hour strike set to take place at the end of July also.